Translating barriers into potential improvements: the case of new healthy seafood product development

Purpose – The aim of this study is to explore potential barriers to seafood consumption by young adults and the parents of young children. Knowledge of these barriers will be used to assist the development of new seafood product concepts that fulfil the needs of consumers. Design/methodology/approach – To gather this information, 28 infrequent consumers of seafood participated in three semi‐structured two‐hour focus group discussions in Denmark, Norway, and Iceland. The results were then linked to the Stage‐Gate model for consumer‐based new product development (NPD). Findings – The participants thought of seafood as either healthy or convenient, although there were concerns about the amount of effort required to prepare it. These concerns resulted in an expression of their need for products that are attractive, healthy, palatable, and convenient. In particular, the newly developed products should be accompanied by clear advice on preparation methods and materials. An increase in seafood availability coupled with lower prices would encourage these consumers to add seafood to their diet. Research limitations/implications – Purchase‐point‐marketing and habitual behaviour were found to implicitly skew planned behaviour. Practical implications – Inputs for NPD related to convenience, attractiveness, quality, trustworthiness, knowledge and requirements about seafood preparation are discussed. Originality/value – The present study combines qualitative methods to lead to practical input for NPD focusing on overcoming the barriers that keep consumers from choosing existing healthy seafood products. The importance of the consumers' confidence in their ability to successfully prepare a seafood meal was revealed and can be used in Stage‐Gate based NPD.